9K Gold for the Modern Shopper”: Mia by Tanishq’s Smart Move

Intro

Mia by Tanishq—a brand known for stylish, lightweight pieces designed for everyday wear—is shaking things up. In late July 2025, the brand began piloting 9-carat (9 K) gold jewellery in select Indian markets. This follows the Bureau of Indian Standards (BIS) officially including 9K under its hallmarking system from July 2025, recognizing a minimum fineness of 375 parts per thousand.

Why 9K Gold Makes Sense Now

Budget-friendly alternative
9K gold contains only 37.5% pure gold, mixed with other metals. This results in a lighter price point compared to premium 22K or 24K options—ideal for cost-conscious consumers.
Greater durability for daily wear
Alloyed gold is sturdier and less prone to scratching or deformation, making it well-suited for daily, casual pieces.
Entry point under ₹10,000
According to Tanishq’s CEO Ajoy Chawla, even jewellery priced as low as ₹10,000 using 9K or silver is presenting a wide area of opportunity.

Strategic Context: Gold Prices and Shifting Demand

Gold prices have surged: From around ₹30,000/10 g in 2019 to over ₹1,00,000/10 g in mid‑2025, hitting roughly ₹98,200 for 22K as of July 2025 .
This has prompted consumers to explore lower-karat options. Around 14K and even 9K gold—even CaratLane has already tested out 9K pieces—are gaining interest.
Mia is expanding fast: it surpassed ₹1,000 crore in FY25, grew 37% year‑on‑year, and opened 69 stores in FY24, ending FY25 with about 240 standalone outlets across 93 towns.

Product Focus: Where 9K Sits in Mia’s Lineup

Prior to the pilot, Mia’s jewellery primarily featured 14K and 18K gold, known for being lightweight and stylish. The introduction of 9K gold fills a new tier in their portfolio, aimed at shoppers craving affordable, fashion-forward daily wear.

Mia positions itself as a brand for young, fashion-conscious women who want “to wear their gold—not stash it in lockers”

On the Topic of Lab-Grown Diamonds

While lab-grown diamonds have captured consumer curiosity, Chawla noted that they still represent less than 2% of India’s diamond-studded jewellery market and raised flags around environmental claims unless they're produced using renewable energy sources. So, for now, Mia continues to stick with certified natural diamonds across its brands (Tanishq, CaratLane, Zoya).

What It Means for the Modern Jewellery Shopper 💡

Price-conscious fashion: Young and first-time gold buyers now have access to finely designed pieces in the ₹10,000‑₹20,000 range.
Low-risk styling: Affordable gold means experimenting with trends or gifting without stretching a budget.
Greater accessibility: With plans to roll out through platforms like Swiggy Instamart, Mia is making gold more readily available—even beyond traditional showrooms.

Outlook: What Comes Next?

Should the pilot go well, Mia plans to scale up 9K gold offerings across more markets and expand digital channels. This move could influence competitors and reshape the landscape of affordable fine jewellery.

The BIS hallmarking of 9K gold is crucial—it legitimises the product, protects consumers, and paves the way for wider adoption.

TL;DR

Feature	Details
Gold Purity	9 K = 37.5% gold
Target Audience	Budget-conscious, style-driven young shoppers
Price Range	Starting around ₹10,000
Durability	More durable than higher-purity gold
Availability	Piloting in select markets; expansion planned (including online platforms)
Diamond Type	Certified natural diamonds only
Market Trend	Competing with brands rolling out 14 K and 9 K lines; rising gold prices driving demand
Regulatory Milestone	BIS hallmarking for 9 K begun July 2025

Final Thoughts

Mia by Tanishq’s decision to pilot 9K gold jewellery aligns neatly with skyrocketing gold prices, evolving consumer expectations, and the brand’s expansion strategy. For the modern shopper, it means stylish, wearable gold jewellery that’s affordable, durable, and widely accessible—without compromising on trust or design.

9K Gold for the Modern Shopper”: Mia by Tanishq’s Smart Move